Three Ways To Expand Your Company's Convention Appeal Without Changing Your Trade Show Displays

Every company wants to see their trade show displays reach a broader audience

, but in this economy, few want to spend the money to make that vision a reality. Yet even when money is tight, some companies are seeing success without changing their trade show exhibits at all. Instead of focusing on a potentially expensive redesign, they're using the trade show booths they have in new, innovative ways.

Option #1: Take The Same Trade Show Displays To Different Conventions

If you're looking to take a new market by storm, the best action that you can take is to start being active within that market's circles. If you've been staying out of their conventions because you don't want to spend for a totally new unit, stop hesitating! Your current unit will almost certainly make a positive impression here. Most companies bought booths with a strong design aesthetic and universal appeal, making it easy for even non-industry visitors to appreciate them. If your display is like this, then you can quite safely use it at a new convention.

The trick then becomes finding the right convention. To some extent, price can be your guide, but you should consult a friend in that industry or perform some basic research. Good conventions can be found by looking through articles from an industry periodical, or even by asking around at trade show exhibits at other industry conventions.

Option #2: Add A Banner Stand

This easy option is quite inexpensive, and doesn't require you to make any changes to your actual trade show booths. Instead, you simply create a small addition - usually less than $150 depending on size - and place it near your unit. This additional stand will tell visitors about something new that you're offering, both by virtue of the text printed on it and because it will naturally stand out from the rest of your display.

If needed, you can also purchase a larger banner stand for more printed area and more impact. Compared to full trade show exhibits, banner stands are much less expensive. If you find yourself in dire need of more display space and don't want to buy an entirely new unit, you should strongly consider adding a banner to your trade show displays.

Option #3: Salient Displays

The final option is the most simple, yet tends to have the most mixed results. If you're debuting something that is quite different from anything your company usually does, you can use one of the most powerful techniques to draw people in: show them a visual demonstration. This is a tactic that would work well even for your old item, and may work with the new one as well. The only problem with it is that people outside of your trade show booths may not be able to see what's going on above the heads of the crowd. However, if you can arrange it so that they can see, people will be attracted to the action and see the item you're offering before they even read the text, leading them to investigate if interested.

Bonus Option: Support Your Branching Out With New Literature

Any time you start appealing to a new market, you should always expand the selection of product information available within your trade show exhibits. New markets will have different demands for information, and you should try to anticipate them as much as possible. If you keep this information handy, and then try one (or more) of the techniques above, you could see success like other companies that have tried this on a shoestring budget. Keep in mind that which ones you choose should depend heavily on where your company is, and what kind of expansion you have in mind.

by: Chris Harmen

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